Getty Images has launched Visual GPS, a new research report identifying four key 'Forces' - sustainability, technology, wellness and realness - that drive consumer preferences around visual content and impact purchase decision making. It includes interviews and insights from experts in creative trends; proprietary search and sales data; and a massive 10,000 consumer survey spanning 26 countries and 13 languages.
"We live in an increasingly visual world. Having the perfect image, video, or illustration can mean the difference between connecting with your audience or simply being bypassed," said Ken Mainardis, Senior Vice President, Content, Getty Images. "It can be difficult to choose visual content that will resonate with your target consumer, unless you understand what's important to your customers and what drives their decision making - this is the problem Visual GPS seeks to solve."
Following the launch of the initial report, Visual GPS will deliver fresh insights throughout 2020 and beyond, through reports, articles, videos, social content and custom opportunities.
Initial Findings of Visual GPS
Sustainability
- The "consumption conundrum" - of those surveyed 81% see themselves as eco-friendly but only 50% say they only buy products from brands that try to be eco-friendly.
- 92% of respondents say they believe the way we treat our planet now will have a large impact on the future and yet 48% also say that although they know they should care more about the environment through their purchasing habits, convenience takes priority.
Wellness
- Mental health is now an established and growing part of the wellness conversation, with nine out of ten (91%) people surveyed supporting discussion around mental health.
- Consumers care most about the health and wellbeing of family members (61%) ahead of their own personal health and wellbeing (60%) and financial security (58%). Consumers worry most about dishonesty (50%), people being unkind (44%) and how we treat our environment and inequality (39%).
Tech
-The younger you are, the more likely you are to feel as though your life isn't as great as the lives of others because of time spent on social media, with 65% of GenZ, 55% of Millennials, 37% of GenX and 20% of Baby Boomers stating they believe this. Taken as a whole, 42% of people feel this way.
- Consumers are torn about the rapid advances in AI with 40% saying AI makes them nervous.
- Privacy of data and cyber security are top concerns among consumers with 88% of Visual GPS respondents saying they want companies to prove they are committed to protecting privacy and data and 71% of respondents globally believing there will be a cyber-attack in their country.
Realness
- Consumers are ultimately calling for greater transparency from the brands they engage with, with 74% of Visual GPS respondents saying they want to know what goes on behind the scenes when a product is produced.
- Roughly a quarter of those surveyed boycotted a brand that went against their values in the past two years. Almost the same amount say they have started purchasing a brand that supported a cause they believe in.
"Our research shows us there is an opportunity for companies and brands to help consumers bridge the gap between their attitudes and their actions," said Dr. Rebecca Swift, Global Head of Creative Insights, Getty Images. "Visual GPS shows us that sustainability is a universal concern across generations, gender and regions-the potential for positive action is huge but consumers won't engage if brands are not speaking to these issues in authentic visual terms."